Appetite for Success: McDonald’s in the Nordics Drives Brand Lift with Snap AR
McDonald’s targeted a tech-savvy audience
Grimace, one of McDonald’s most beloved and iconic characters, had been missed for quite some time. And with fans in the Nordics clamouring for its return, it was clear nostalgia was growing within the social media landscape.
Answering fans’ calls for the return of their furry friend, McDonald’s launched a Grimace campaign alongside a new product, The Grimace Shake. Through this campaign, the brand wanted to generate hype and drive new engagement among a younger, tech-savvy audience – and that’s why it turned to Snapchat.
Using Snap AR
McDonald’s ran its Nordic campaign between late Summer and early Autumn in Sweden, Finland, Denmark and Norway. To reach target audiences in multiple countries across various touchpoints on Snapchat, McDonald’s chose to leverage a multi-format approach.
The brand’s ad campaign spoke to the elusive nature of the much-missed character, playfully depicting him as a VIP, navigating a glamorous world enjoyed by influencers and celebrities alike.
Embracing the power of Augmented Reality, the brand created a Lens which allowed Snapchatters to celebrate the arrival of the Grimace Shake. The Lens showed users wearing sunglasses promoting the shake, which encouraged the public to participate in the campaign.
AR encouraged Snapchatters in the Nordics to interact with the brand’s content in a more in-depth way. This, in turn, amplified the campaign’s reach, as Snapchatters shared their experiences with friends and family, thereby boosting organic engagement.
To Drive Brand Lift in the Nordics
McDonald’s campaign on Snapchat was the perfect recipe, an expert combination of Snap Ads, Story Ads and AR, which delivered strong Brand Lift results. Specifically, McDonald’s achieved a 25pp boost in ad recall⁴, a 13pp boost in product awareness⁵ and a 2pp boost in action intent across all four markets, on average.⁶
A key element of the campaign, the AR lens averaged a 14-second playtime in the Nordics, celebrated more than a 5% share rate, and achieved close to 800K organic reach.⁷
Using Snapchat in this campaign allowed us to combine reach and engagement with our fans. With Snapchat’s multiple placements we could efficiently and effectively spread the word about our purple furry friend’s new milkshake, as well as engage with our fans through the Lens. Or, perhaps even more so, let our fans engage with one another through our interactive Grimace Lens.This approach proved successful with a Snapchat campaign that outperformed all our estimates and benchmarks.The proof is in the pudding, or perhaps the milkshake.
Snapchat can help your business grow.